From Bali to the French Riviera – the Sybaritic Single lost count of all the new beach clubs that popped-up in collaboration with luxury fashion houses.
At first, there was Chanel. In 2019, it launched its own yacht club at Shelter Island in New York within André Balazs’s popular Sunset Beach Hotel.
The ‘maison’ rivalries immediately took note of the customised umbrellas, coolers, surfboards, badminton and ping pong, coupled with a fabulous retail opportunity – the fashion house beach club movement was born: Missoni, Villebrequin, Valentino, Gucci and many more began communicating their own lifestyle statements.
Back in the 1990s, the Sybaritic Single avoided the old Le Méridien in Limassol like the plague: located right next to a cement factory, it was permanently covered with a layer of dust. After the recent facelift (which the hotel infamously used to get rid of all 400 staff), it re-opened as the Parklane Resort & Spa and along with the latest Nammos beach club. This summer, Dior added its touch, building on its presence at Nammos in Mykonos and Dubai. Some even say, there might be a Dior element at every new Nammos location (the Sybaritic Single hopes that’s not true as he finds Nammos terribly nouveau riche).
Earlier this year, Ralph Lauren staged a beach club pop-up at Park Hyatt Dubai where it adorned the place with its signature palette of white and shades of blue and showcased its California Dreaming collection. There was also a curated selection of gelato, signature drinks and a range of American classics (with Ralph’s personal favourites) at the beach bar.
Lemon-hued loungers and seasonal variations of the iconic Chiquito and Le Bisou bags – what else you can expect at the Simon Porte Jacquemus’ designed beach club in St. Tropez? Jaquemus’ first-ever branded beach is 1970s-inspired with retro furniture, parasols and decorative surfboards that heighten the vibe.
Which beach club is the Sybaritic Single’s favourite this summer? La Réserve à la Plage in Ramatuelle by Michel Reybier and Philippe Starck: fine bubbles, two-Michelin-starred cuisine by Eric Canino – true luxury without a particular fashion logo and away from the annoying arriviste.
